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en Best Sellers
The purpose of all commercials is to awaken an anticipated experience through the ear to the mind of the listener-buyer.
To achieve this purpose, the commercial must attract attention — pleasant attention.
It must convey some fact of immediate interest to the listener so he will take the time to listen and understand. It must create a desire to act.
Before writing any commercial, ask yourself "Why should those who listen buy what I describe?" Then answer in writing, "Because. . . ." List as many "becauses" as you can. Do this and you produce a commercial that will produce results.
Every commercial should somehow pay the listener for his time — the time he takes to listen.
Plan your commercial copy so it will be remembered. It's the memory value of a commercial that makes it profitable, because only a few people are in the mood to buy or have the money to buy at the time your commercial reaches their ears.
You can persuade if you are unafraid. When you believe in the value of what you are commercially advertising over the air, you will produce a commercial that engenders buying impulses.
Loquaciousness bespeaks a vacant mind. Being verbose or wordy repels rather than attracts the buyer.
Verbs make the potent commercial. Too many commercials are made up of nouns and adjectives and not enough verbs. Verbs suggest action and impel action because they carry conviction. Headline writers in magazines and newspapers make use of verbs to intrigue reader interest. Put at least one strong, forceful verb in every sentence of your commercial. Note the interest it arouses, even in yourself. Verbs are the gold nuggets of the sales language. Cultivate the verb habit.
Positive statements make potent commercials. The average commercials contains negatives such as "Don't forget. . . . Don't buy until. . . . Don't miss this. . . . etc." Positives suggest and impel action because they convey doing. Put strong, positive statements in every sentence of your copy. Successful businessmen think, act and speak positive.
JANUARY, 194 1
Pioneer broadcaster, lecturer, author and globe-trotter is Colonel B. J. Palmer, who formulated the precepts for good commercial copy presented on this page. Many years ago, when he first entered the then new radio field, he saw a need for a set of standards by which he, his salesmen and the businessmen who purchased time on his station, could guide themselves in preparing a messoge addressed to the public. The common-sense and vision which guided his writing have stood the test of timetoday, commercial copy written on the same principals as advocated in Colonel Palmer's note to his sales force, is selling merchandise for olert sponsors everywhere. . . . Colonel Palmer is president of the broadcasting companies that own and operate WHO, in Des Moines, Iowa, and WOC, in Davenport.